Communicating a Breakthrough in Sustainable Aquaculture

Verlasso, a brand of farmed salmon raised in harmony with nature and with sustainable farming practices, needed to overcome the farmed salmon industry’s historic issues and negative sentiment related to overcrowded pens, overuse of antibiotics, and depletion of feeder fish that are essential to the ocean’s natural food chain.

Client

Services

Crisis & Reputation Management

Communications Strategy & Planning

Stakeholder Engagement & Advocacy Communications

Industry

Premium Food & Beverage

Awards

PRSA Silver Anvil; PRSA/Colorado Silver Pick

Spreading the word about Verlasso's sustainable farming practices

CHallenge

Verlasso, which cares for fish health and the surrounding ecosystem, needed to convince seafood buyers that its farmed salmon is a healthy, sustainable and great-tasting choice.

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Solution

Linhart PR helped Verlasso tell its holistic sustainability story consistently through earned and owned media, while engaging influencers and defending the brand against attacks by:

Using owned (blog, e-newsletter and website) and social channels (Facebook, Twitter) to share the sustainability story and integrate other topics like reduced feeder fish dependency, low pen density and salmon health

Leveraging the unprecedented announcement of Verlasso earning a “Good Alternative” buy ranking from the respected Monterey Bay Aquarium® Seafood Watch® program, the first and only farmed Atlantic salmon to be so recognized